PA’s Troels Gregersen, a business design expert, has been quoted in an article in Markedsføring discussing the findings of PA’s global customer experience survey. Based on interviews with 95 international senior professionals, PA has defined a maturity model for customer experience and the report concludes most respondents are at the bottom end of the scale – unable to deliver personalised customer experience.
Troels explains: “Most companies are on level one or two in the model, which is ‘market-driven’ and ‘customer-driven’. But this is a problem if they want to turn customer experience into a competitive parameter to create growth and take market share […] Making this shift requires a focus on customer segmentation based on customer needs and the customers’ psychographic and behavioural characteristics.”
The article goes on to say that the next step is to orchestrate the optimal customer journey and personalise and digitise customer communication. Once this is done, individual customer experiences across all channels should be developed and hopefully this will result in the ultimate customer experience.
According to Troels, it is imperative that companies regard their customers as so-called personas rather than individuals: “First of all, companies must study the so-called touchpoints on the customer’s journey. Once you know these, a pattern of personas will emerge and this makes it easier to optimise the customer relation.”
“Companies need to see themselves through the eyes of the customers. But most companies lack this maturity and this constitutes a serious problem in an increasingly digitised world,” concludes Troels.